Urban Lights bills itself as Denver’s largest, newest and coolest lighting showroom. Re-opened in November 2010, the 50,000-square-foot showroom consists of lifestyle settings presented in galleries complete with storefronts that give customers the feeling of shopping a store within a store.

According to its entry statement, Urban Lights puts an emphasis on in-store displays that “breathe.” The feeling is that lighting should be shown in intimate settings or, at least, displayed in ways that don’t feel congested or layered on the ceiling. Merchandisers create lighting displays that show off the artistic and sculptural nature of the products’ design.

Attention to detail includes an ever-changing array of furniture, decorative accessories and artwork that keeps the showroom fresh and on-trend. Surfaces within the galleries are regularly treated to new wallpaper, paint or other materials. Recently a full travertine marble wall went up in a gallery called Italian Villa to give it a genuine Tuscan feeling. The wall not only looks great, it helped sell fixtures moved in front of it from other areas of the showroom.

Accommodating customers as much as possible is another way that Urban Lights differentiates itself, like being open all weekend. In the past year, the company also stepped up its service commitment by doing more free in-home consultations. A growing network of custom fixture makers adds another layer of the personal touch customers so appreciate.

While its website and social media efforts have become central to Urban Lights, this past year the company had great success with a spadea wrap in Denver’s daily newspaper. About the same cost as an inserted tabloid ad, the wrap went around the paper’s main news section, boosting visibility and readership. The residual impact lasted about two months, with weekend sales up 30 percent during each of the eight weeks following the ad.